Sustainability Through Use of Resources : An Investigation into the Services of the Financial Institutions

A resource-based theory (RBT) is one of the most widely accepted theoretical perspectives in the strategic management study. The present study examines the theoretical relationship between the dynamic capabilities and competitive advantage of the resources-physical, human, and technology that provide conditions under which firms might achieve a sustainable competitive advantage. New insights suggest that a firm's three dynamic competitive capabilities are considered as complementarities when one capability enhances the value and effect of another capability. The primary result of this study is the complementarities, in addition to individual influences of the resources, which lead to the predictions of its Customer Relationship Management (CRM) advantage that substantiates towards a sustainable advantage objective